Advertising is everywhere. In this modern era, an ad has to be truly innovative or truly bizarre to catch our attention–especially when it comes to print. But an exceptionally unique phone such as the Moto X deserves an exceptionally unique ad. That’s exactly what Google and Motorola delivered between the pages of the January 2014 issue of Wired.

Using paper thin components, including LEDs, a battery and membrane buttons, the ad retrofits the interactive capabilities of the Digital Age into a static print ad. Readers can change the color of the Moto X device with a push of a button–right there on the printed page.

The ad was created by interactive agency Digitas and will hit shelves in New York City and Chicago on Thursday. An estimated quarter of Wired‘s readers – 153,490 to be more exact — will see the ad. You can check it out for yourself in the video below.

My day job is in advertising, and personally, I think this execution is nothing short of brilliant. How about you?

At 0:14 it shows how the print ad will work. You remove the strip at the bottom, which I’m assuming allows the mechanism on the membrane buttons to connect with the battery. I’m also assuming this prevents the battery from going dead before the issue is purchased. Then you press the button and the color of the phone on the page changes. It uses LEDs to do this. The breakdown of the page at 0:26 shows the interworkings of the print ad.